Longton’s Town of Culture bid to become part of history

Longton’s campaign to become the UK’s first Town of Culture is set to become part of history, with its official bid postcard joining a permanent national museum collection.

The postcard is one of more than 400 created by towns across the country as part of the competition to become the UK’s first Town of Culture.

Every postcard will be added to the National Museums Liverpool collection, creating a permanent record of Longton’s bid for future generations.

The postcards have also been brought together on an interactive online map, allowing people to explore the towns taking part in the competition and discover the stories behind their bids.

Longton’s colourful design captures the landmarks, businesses and traditions that reflect its identity and ambition.

The artwork celebrates some of Longton’s landmarks and cultural traditions, with references to Walkers Nonsuch toffee, the Longton Pig Walk and Jollees – the live music venue that hosted the World Professional Darts Championship between 1979 and 1985.

It also pays tribute to the town’s world-renowned ceramics industry, recognising both its rich heritage and its vital role in shaping the future of the city. Featured in the design is Gladstone Pottery Museum – home to Channel 4’s The Great Pottery Throw Down – which is the UK’s only complete Victorian pottery factory and was recently ranked among the country’s best museums by Time Out.

The bid is being officially sponsored by master potter – and host of the Great Pottery Throw Down – Keith Brymer Jones and actor Toby Jones OBE.

Toby, whose father Freddie Jones was born in Dresden, is the patron of local theatre company Claybody. At the submission of interest for Town of Culture in March this year he said: “ I have known and visited Longton all my life. My father dreamed of becoming an actor playing on Churchfield Avenue in the 1930s. Now I’m proud to support the celebration of this resilient and welcoming community as they bid to share their creative spirit and extraordinary inheritance with the wider world.”

Councillor Chris Robinson, Deputy Lord Mayor and ward councillor for Longton and Meir Hay South, said: “There’s real pride and creativity in Longton. This postcard captures just a snapshot of what makes the town special – its heritage, creativity, community and pride.

“It’s wonderful to know it will become part of a permanent national museum collection and help tell Longton’s story for years to come.

“Whatever happens when the shortlist is announced, this bid has already achieved something important. It’s brought people together to celebrate Longton, share their ideas and think about the future of the town. It will also attract visitors, drive investment and support culture and economy across Longton as well as the wider city. That’s something we can all be proud of.”

Longton’s bid was initiated by Longton Exchange and is being led by Urban Wilderness CIC, bringing together local organisations, businesses and residents behind a shared vision for the town.

Isla Telford, creative producer and Co-Director of Urban Wilderness CIC, said: "Longton is a great example of a community that works together with creativity and optimism for the benefit of the whole town.

“We're the proud home of active ceramics producers from Mantec to the Glugglejugs, creative independent industries like Dimbleby Ceramics and Sound of Coffee, a growing programme of high footfall events and artisan markets across the town centre and Longton Park, and our award-winning Gladstone Pottery Museum.

“A £3 million boost would provide lasting tourism infrastructure and opportunities for young people that would have impact way beyond a year of culture. Our record of collaboration means we're well-placed to make the most of this award, and we hope we get a chance to welcome the judges to Longton!"

The shortlist for the UK Town of Culture competition is expected to be announced later this month.

The interactive map of postcards can be accessed at: https://www.google.com/maps/d/edit?mid=1Su-761mY3NPLpd4d948m5ppY7R-bslw&usp=sharing